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8 tips on how to make a compelling video for real estate marketing
By Juwai, 18 July 2020
As marketers find more innovative ways to attract audiences in this time of crisis, video has become an increasingly powerful and meaningful way to communicate brand story, explain value proposition, and build relationships with customers and prospects.
If there’s anything that the Coronavirus pandemic has proven, it is the power of video. Whether you’re a buyer, seller, or a real estate marketer, leaning into video marketing should be the rallying cry right now. If you have not hopped onto the video bandwagon, then it is time to take the leap. Video has increased in popularity among marketers – and for a good reason.
In China, live-streaming video spiked in usage among both consumers and marketers in response to the country's coronavirus outbreak. In February, over two million Chinese users watched real estate live streamshosted by over 5,000 estate agents on Taboa Live1, for instance. China's online live streaming industry in 2019 saw 504 million users, according to iiMedia Research, reaching nearly 60 per cent of the country's population. And in 2020, the total is projected to reach 526 million, with new growth driven in part by Coronavirus-induced behavioural shifts.2
If you are a novice about video production, here are eight tips to help you get started on producing your own video.
#1: Plan ahead
For real estate, it is all about aesthetics, so it makes sense that the property should be as visually pleasing as possible on video to attract prospects. If you have the budget, hire professionals who will be able to shoot a glamourous and well-edited video that can even include drone footage of the surrounding areas, all backed by dynamic music.
If your budget is limited, do not be fazed by the technical aspects. YouTube has many tutorials on how to shoot a great video using a smartphone or a videocam. The key is planning what you want to showcase about the property. Draw up a storyboard and script. Pay attention to props such as home accessories, lighting and background music.
#2: Add emotional element
Adding a human element to your video will also catch your customers attention. Create a video that enlivens viewers. Incorporate some story telling – whether it’s about the history of the property or other memorable events that had taken place in that home. These will amplify the pleasures of owning the property. Emotional appeal3 is an effective strategy to win over your client’s heart. The more compelling your video, the more likely you will get offers.
#3: Use 360 video for realism
It can be hard to convey the beauty of a home on a flat two-dimensional surface. This is where 360 video comes into play. This video experience provides a simulation of what viewers would experience if they were walking through the house with a realtor. Again, YouTube can show you how to create this effect.
#4: Sell the lifestyle and location
When planning your video, it is critical to think beyond the physical aspect and features of the property. Selling the location is just as important. Try to incorporate the positive aspects of the neighbourhood and the city. Mesmerising landscape views of skylines and parks are great lures for buyers.
#5: Let testimonials speak for you
Purchasing real estate is a financially significant decision and buyers are more receptive when they hear recommendations. Reach out to homeowners or clients who have worked with you to see if they’d be willing to film a quick video testimonial describing their positive experience. Endorsements from real people will help amp up your credibility.
#6: Keep it short
A captivating video should not extend past five minutes. Short and sweet is key. Studies have shown that viewing behaviour only retains 37 per cent of what is being screened through to the last second. If a video clip turns into a full-length movie, viewers are going to lose interest and switch off.
#7 It’s got to be in Mandarin
If you are planning to reach consumers in mainland China, make sure your video is subtitled in Mandarin. A translator can help or if you plan to partner with any of the online real estate platforms in China, translation services are often offered in their packages.
#8: Place your videos strategically
What’s next after your video is completed? Assuming you already have a website, you can load your video onto it and also post it on Facebook and YouTube. If you blog, then you can also share the video with your followers.
If you intend to advertise, especially for the China market, research which platforms have the most reach and viewers. Chinese property investors tend to research extensively online before making a move. Understanding where and how potential investors are searching online will help you target them accurately.
Sources: 1. Business Insider: Live-streaming video format will likely see broader US adoption as the coronavirus spreads; 2. iiMedia Report|2019-2020 China Online Live Streaming Industry Research Report; 3. Wikipedia: Plutchik's Wheel of Emotions